Using Social Media to Your Advantage

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Using Social Media To Your

AdvantageAdam Dince @adamdince

Deluxe Corporation

Agenda

Introduction 5 tips to use social media to your advantage

Build a relevant audience Nurture your audience Create audience profiles Leverage competitor data Use social media for SEO

INTERMEDIATE

ADVANCED

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Introduction

About the presenter

Adam Dince @adamdince Adam is the Director of Earned Media at Deluxe and Director of

Communications for MnSearch.

He brings more than 13 years of experience in online marketing and Web

development, both B2B and B2C, and has helped dozens of Fortune 100

companies as well as small business owners create the winning

strategies.

Contributor To:

About Deluxe

@deluxecorp Facebook.com/deluxecorp

www.deluxe.com/blog

The “Social Media Is Important” slide

Source: www.mediabistro.com

What is social media

It’s us, using online networks to: meet, talk, share ideas, get recommendations and….

We look at funny pictures

Take mindless quizzes

Argue politics

And “stalk” others

So, with all the noise…

As of 7/29/2014 @ 4:35:14 PM

http://techcrunch.com/2014/07/23/facebook-usage-time/

How do you stand out?

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Build A Relevant Audience

Why is a relevant audience important?

There’s no point in acquiring a following that has no use for your product or service

At some point, you’ll want your social networks to do the “networking” for you

A representative following is important for advertising efficacy

Invite to connect via email

Use Gmail & Chrome Extension “Rapportive”

https://rapportive.com/install

Google Plus Search

Social call-to-actions on your Website

Promote in-store

Targeted Facebook and Social Ads

https://ww.deluxe.com/blog/how-to-build-your-first-facebook-ad-campaign-step-by-step/

INTERMEDIATE

Use custom audience, email match

https://www.facebook.com/business/a/online-sales/custom-audiences

ADVANCED

Retarget Website visitors on social networks

User visits Website and a retargeting cookie is dropped

Same users are retargeted on Twitter

with content & possibly “follow” you

Same users are retargeted on Facebook with content & possibly

“Like” you.

http://www.adroll.com

ADVANCED

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Nurture Your Audience

Why is audience nurturing important?

You’ll create:RelationshipsAdvocacyLoyaltySalesReferrals

Talk with / not “at”

Asking our social networks to keep up with us on a regular basis is not a small favor.

Reward them with showing that you’re just as interested in them as they are in you.

Share helpful content

Mix your sales and promotional content with informative and useful content

Research your audience, find out what they’re interested in and share content related to them

You don’t have to write the content—you can share helpful information from 3rd party Websites

Share your network’s content

We like to ask our networks to SHARE our content (which helps us) How are we reciprocating?

Why would our audience care about our success if we don’t care about theirs?

What if you were able to build up mutual admiration with your audience?

Proactively like, follow & circle

If you like, follow & circle accounts within your targeted audience, over time, they may well follow you back

Don’t worry about ratios

You’ll hear marketers tell you that you need to have more followers than people you’re following or else your “authority” scores tanks

That’s bad advice

Follow people that are relevant and important to you!

Really?

Really!

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Create Audience Profiles

Why are audience profiles important?

You’ll answer the questions: Are my social network connections similar to my

customers? What things are my social audience interested

in? Am I sharing the right content for my social

media audience?

Use Facebook Graph Search

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Use Facebook Audience Insights

https://www.facebook.com/business/news/audience-insights

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Use FollowerWonk

https://followerwonk.com/ ADVANCED

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Leverage Your Competitor's Data

Why are audience profiles important?

You’ll answer the questions: Are my social network connections similar to my

customers? What interests does social audience have? Am I sharing the right content for my social

media audience? Am I spending too much money marketing to

people who will never buy my products / services

Use Facebook Graph Search

INTERMEDIATE

Use Facebook Graph Search some more

That’s my dog Scrappy

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Use Twitter to get data

Oh yeah, I can see anyone’s

followers

https://support.twitter.com/articles/76460-using-twitter-lists

ADVANCED

Use Twitter to get customers

https://support.twitter.com/articles/76460-using-twitter-lists ADVANCED

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Use It For Search Engine

Optimization(SEO)

Why is SEO important?

Searching is the most popular online activity Returning in search results at the moment someone

searches for you is vital to your success Your competitors are optimizing It’s free It’s part of your larger digital footprint

Register for the SEO 101 and /or SEO 201www.deluxe.com/webinars

Own the first page of Google SERPS

Sharing GOOD content is great for links

My Blog

Oprah’s Blog

Use reviews to get more clicks from search engine results pages

Use social to personalize search results

Personalized Non-Personalized

Summary

Follow me @adamdince Follow Deluxe @deluxecorp Remember these 5 tips

Build a relevant audienceNurture your audienceCreate audience profilesLeverage competitor dataUse Social for SEO

QUESTIONS?

Need Local SEO Help? Contact Carmen Smith

913-541-7943carmen.smith@deluxe.com

Or Connect With Us: @deluxecorp facebook.com/deluxecorp youtube.com/deluxecorporation linkedin.com/company/deluxecorporation

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